Citra Raya (It's not how good you are, it's how good you want to be Part 8)

KNOW YOUR CLIENT’S AIMS

MOST clients are corporate people protecting their own mortgages. They mistakenly see ideas as a risk rather than an advancement to their careers. Therefore their motivation may be quite different from their brief to you. Find out what the client’s real objective is. All clients aspire to status. It may be their desire to become a member of the New York Yacht Club or the Jockey Club. 

Or to be seen at the best table at Le Cirque or the Ivy.

Or a patron of the arts.

To be chairman of the company.

Owner of  a football club.

Or simply a butterfly collector.

These aspirations will never be put into the brief, of course.

For six months we worked on a government scheme devised to help school leavers get jobs.

The best people in the agency worked with passion to the help solve a social problem.

The resulting work was marvelous, and there was a lot of it.

We had failed to understand, not the brief, the politics that lay behind it.

All the minister wanted was for the public to know he was spending x millions on adversiting for the scheme. To let people know he was doing something about it.

It was a PR exercise for him.

It had nothing at all to do with humanity.

Vocabulary [English - Indonesia)

1. Aims 

Tujuan

2. Client's Aim 

Tujuan / maksud dari klien

3. Corporate
Perusahaan

4. Mortgages
Hipotek

5. Mistakenly
Salah/kesalahan

6. Advancement 

Kemajuan

7. Objective

Tujuan / sasaran / alamat / kasus obyektif  (Noun), Obyektif /tidak berat sebelah (Adjective)         
8.  Aspire 

Bercita-cita / mengingini / mengatas (Verb)

9. Desire 

Keinginan / hasrat/kemauan / idaman (Noun) , menginginkan/ menghendaki/meminta (verb)

Citra Raya (It's not how good you are, it's how good you want to be Part 7)

Part 6 Link

http://senopatibimbelcenter.blogspot.co.id/2015/10/citra-raya-its-not-how-good-you-are-its.html

DON'T PROMISE WHAT YOU CAN'T DELIVER

When selling our ideas, we tend to overpromise in our enthusiasm for our creation. In our vision of how we hope it will be, we leave no room for failure. The result will probably be disastrous, but a little less than expected.

No one will say anything, they just won't trust you quite as much next time. Basically you've blown it. If i instead you undersell, pointing out the possible weaknesses and how to resolve them, should they occur, you are not only building a trusting relationship with your client but you're able to solve any problems.

And if it does turn out the way you hoped, it is a bonus. 

Vocabulary [English - Indonesia)

 1. Enthusiasm = Antusias

 2. Deliver        = Menyampaikan

 3. Tend            = Cenderung

 4. Basically     = Pada dasarnya

 5. Blown         = Sesak Nafas / sesak dada/ yang kehabisan nafas (Adjective) ,
                           melebih-lebihkan

 6. Instead        = Sebagai gantinya, malah/malahan (adverb),

 7. Resolve       = menyelesaikan

 8. Occur          = Terjadi
 9. failure         = Kegagalan
10. Disastrous = bencana

It's not how good you are, it's how good you want to be (Part 5)

DO NOT COVET YOUR IDEAS

Give away everything you know, and more will come back to you

 

You will remember from school other students preventing you from seeing their answers by placing their arm around their exercise book or exam-paper. It is the same at work, people are secretive with ideas. "Don't tell them that," they'll take the credit for it.

The problem with hoarding is you end up living off your reserves. Eventually you'll become stale. If you give away everything you have, you are left with nothing. This forces you to look, to be aware, to replenish. Somehow the more you give away the more comes back to you. 

Ideas are open knowledge. Don't claim ownership. They're not your ideas anyway, they're someone else's. They are out there floating by on the ether. You just have to put yourself in a frame of mind to pick up. 

DON'T LOOK FOR THE NEXT OPPORTUNITY. 

THE ONE YOU HAVE IN HAND IS THE OPPORTUNITY.

We are always waiting for the perfect brief for the perfect client. It almost never happens.  

You're probably working on a job or perfect right now and saying, "This is boring, let's just deal with it and get it over with. We'll make the next one good." 

Whatever is on your desk right now, that's the one. Make it the best you possibly can. It may not be great, but at least you'll have the satisfaction of knowing you did the best you possibly could, and you may learn something. And you're always free to do an alternative that does satisfy your creative standards.

Good brief don't just come along.

That's true, even if you've earned a reputation for doing good work (although that helps). Succesfull solutions are often made by people rebelling againts bad brief. 

Vocabulary [English - Indonesia)

1. Covet = Mengidamkan

2. Prevent = Mencegah

3. Secretive = Suka merahasiakan / diam-diam / tidak mau orang lain tahu

4. Hoarding = Penimbunan / terpendam / menumpuk

5. Reserves = sikap tutup mulut (noun) / menyimpan (verb)

6. Eventually = akhirnya / nantinya / alhasil (adverb)

7. Stale = basi / lelah/pengap/apek/ tidak menarik/membosankan (adjective),

8. Replenish = mengisi kembali/menambah/melengkapi lagi/menambah lagi (verb)

9. brief = singkat/ringkas/ikhtisariah (adjective) / laporan singkat (noun), 

    memberi penerangan ringkas (verb)

10. satisfaction = kepuasan/keyakinan/kegembiraan (noun)

11. rebbelling = memberontak

See you soon in part 6

Part 4 Link

http://www.senopatieducationcenter.com/online/its-not-how-good-you-are-its-how-good-you-want-to-be-part-4/

Best Regards 

SEC Management